Higher education enrollment marketing services provider Campus Explorer has relaunched as Archer Education, a name developed by Catchword to highlight the company's targeted approach. The company uses outcome-focused, predictive modeling to help schools pinpoint more of the right prospects. Catchword developed...

Nothing like prospect of a recipe change to get brand loyalists all hot and bothered. Coke has rebranded Coke Zero to Coke Zero Sugar, promising that Coca Cola Zero Sugar will have an “even better unique blend of flavors” …...

In the tech world, if you don't evolve, you fall behind. And when you fall too far behind, even the most up to date Mapquest directions won’t necesarily get you caught back up. (Just ask Jeeves. Or Yahoo.) About.com, founded at...

The gammadion cross is an ancient religious symbol that Hindus and Buddhists have considered sacred and auspicious since the second century B.C. A plus sign with its four legs bent at 90 degrees, the cross is known better by a different name--the...

In the wake of a long bout of family brand therapy, they just decided to abandon the family. Yes, after 3,000 name candidates and 1,200 focus group testers, ABC Family has arrived at its new name – Freeform. ABC Family...

“More and more technology needs to be invisible,” says Alastair Curtis, chief design officer of Logitech, “with that recognition, technology is becoming knitted into the everyday fabric of our lives, and it just felt natural to actually mirror that with...

Sometimes when naming or renaming, companies have a tendency to revert to the safest option—using words, letters, suffixes, and formulas that are so tried and true they have no risk of provoking any negative reaction or confusion whatsoever among consumers....

“The day the radio’s in trouble is the day you don’t want a friend. As long as you want a friend, you’re gonna love it.” This was Bob Pittman, CEO of iHeartMedia and former CEO of MTV Networks, AOL, and...

Naming a new company is hard enough. Renaming it can be downright painful. (And expensive: the corporate rebranding of Andersen Consulting as Accenture, for example, cost an estimated $100 million.) So it's not a decision to be undertaken lightly. A...

We often talk about how our naming consultancy deliberately chose not to brand ourselves using a name that incorporated the word "name." We knew that our industry was awash with those kinds of names, which tend to be flat and...